Does Colour effect our emotions?
The effects of colour on an individual’s psychological and emotional state have been widely researched in both academic and business circles.
Colours may seem like such a normal aspect to the environment around us that we can often fail to see the gentle but complex relationship that they have on us every day. The emotional and health and wellbeing effects that colour can have on our state of mind and body should not be underestimated.
The world of printed marketing is taking a very keen interest in this too, as it has the potential to transform how printed matter is designed depending on the intended purpose. So this week we’re taking a little time to open up the doors to the intriguing concepts of understanding the emotions of colours in print.
Whatever your purpose or whoever your target demographic is for your printed material, there is some interesting evidence to show that you can trust in colours to make the impact and have the desired effect on the recipient. We all have an idea of whites being pure and calming and black being glamorous and sophisticated, so here’s some insight in to what other primary and secondary psychological colours can emit and elicit.
Red – it is common knowledge that red is a powerful colour that gives off wuite passionate and strong effects. It can be affirming and give physical strength but can also feel aggressive and obstructive. So this is a colour to be used in moderation if the intention of use is not to give a direct warning or alert to the reader.
Pink – this has interesting relationship with our emotions. Pinks generally generate gentle warmth and a soothing and nurturing femininity. There are some strong links between pink and the notions of love, sexuality and tranquillity. The warning here is that pink can be overwhelmingly feminine to point that it emasculates the environment and can generate a sense of weakness or over-sensitivity. So if a masculine demographic is being targeted as well as a feminine demographic this may be off-putting in excess.
Blue – Blues are notoriously cool and calm and professional in nature but they represent a type of trust, efficiency and intelligence. Commonly people-based intellectual services (legal, financial, consultancies) use blue as a way to assert their professional intellect and confidence in their efficiency. However, blue can come across as passionless and emotionless – so if you are looking to get a warm reception from your printed material blue should be limited.
Green – whilst greens have a clear natural and nature-based symbolic effect, they have an interesting neutrality and balance about them. They can have a very reassuring, peaceful and refreshing element to them. In abundance however, greens can become boring.
Orange – a wild and vibrantly warm colour, orange transmits that warmth in physicality and physical comfort. It can be quite fulfilling as well as gleeful in its effect. Oranges can be great for reassuring people of the comfort and satisfaction that a product can give – such as food or value for money services.
Violet – this is a powerfully spiritual and emotional colour that can create very strong feelings of authenticity, quality and truth – which is very reassuring for marketing purposes. It is also very useful for giving a sense of luxury and elegance.
And of course when it comes to printed marketing material it is not just the emotional impact that we are interested in but also the behaviour that this translates in to. Naturally our behaviours are guided by our emotions, so feeling drawn to something because of how it makes us feel can ultimately cause us to invest our time and money in it.